Fort McMurray Wood Buffalo Through Our Lens

Fort McMurray Wood Buffalo Economic Development and Tourism (FMWBEDT) has launched a provincial campaign to showcase the region’s identity and share what life is like in the region. While Fort McMurray Wood Buffalo is known as a place of incredible economic opportunity, this campaign also spotlights the unexpected—the region’s family of close-knit communities, rich culture and history, and breathtaking natural beauty.

The shape of a well-lived life.

“This campaign marks the first time we are owning and proudly sharing who we are as a place today, outside of the region,” says Kevin Weidlich, President and CEO of FMWBEDT. “The ultimate goal is to broaden and deepen the understanding about our region, closing the gap between perception and reality, which supports the attraction of future visitors, investors and residents. Building this understanding will take time and requires all of us working together to amplify the messages and champion this forward.”

Grounded in community-based engagement, the region’s brand identity has been active locally for over a year. This past summer, more than 700 community champions took part in a region-wide Pop-Up Photography Tour, which captured everyday life in Fort McMurray Wood Buffalo as seen through the lens of residents. These photos and videos will be used to promote the region on a larger scale, including this new provincial campaign, which is the first creative expression from the tour.

“Travelling across the region for the Pop-Up Photography Tour, we were able to share in a lot of special moments with people,” says award-winning artist, Lucas Seaward. “One of my favourites was in Fort McKay when a grandmother sat down and passionately shared traditional knowledge about moccasins with her grandchildren. It is these real moments that we hope will build a deeper understanding of the families, traditions and pride that exists in our region.”

We are inviting Albertans to broaden and deepen their understanding of our region. The provincial campaign includes a broadcast television ad, online ads and a campaign webpage. The online campaign materials are sharable. Residents are encouraged to amplify the campaign by sharing the videos with their family and friends outside the region.

“I’m proud to call Fort McMurray Wood Buffalo home and I can’t wait to help others see what I see,” says Jadene Spitzer, resident. “People do not know what it is really like to live here, but as residents of this remarkable region, we sure do. We are at our best when we come together, so together, let’s share how beautiful it really is here and how welcoming we are.”

Residents can see and share Fort McMurray Wood Buffalo’s campaign materials by visiting: